DWS Scudder, the U.S. retail unit of Deutsche Bank’s asset management division, took an eye-catching approach for a press conference and public stunt yesterday by transforming the Two Rodeo shopping complex into a 90-foot ski slope and ski village.
The setup kicked off a nationwide road show for DWS Scudder, consisting of more than 80 events, as part of a strategy to raise awareness for investment opportunities within DWS Scudder's climate-change fund—without taking a political or environmental position. “We want to show that climate change is at our doorstep; that’s really why we made snow in Los Angeles,” said Philipp Hensler, C.E.O. and chairman of DWS Scudder Distributors.Radar director Geoff Renaud and his team produced the event, building the ski village and adding lodgelike touches such as chandeliers constructed from antlers, leather chairs, and animal-print rugs. Classic wooden skis and strap-on snowshoes hung from cabin walls and reinforced the chalet vibe. Falling snow—created from a soaplike mixture—blew down on the venue from the roof of the Versace store, and about 25 tons of manufactured snow blanketed the shopping area.
A live performance on the ski slope by Rossignol pro snowboarders Drew Fuller and Erin Valverde to beats spun by DJ Steve Aoki drew a crowd of passersby and got extra exposure on large plasma TVs that faced Wilshire Boulevard. Visitors chased off the chill with coffee and tea, which sponsor Coffee Bean & Tea Leaf provided from a booth. And although DWS claims no position on climate change, the company invested in an emission-reduction project in India to offset greenhouse-gas emissions generated throughout its road show.
The setup kicked off a nationwide road show for DWS Scudder, consisting of more than 80 events, as part of a strategy to raise awareness for investment opportunities within DWS Scudder's climate-change fund—without taking a political or environmental position. “We want to show that climate change is at our doorstep; that’s really why we made snow in Los Angeles,” said Philipp Hensler, C.E.O. and chairman of DWS Scudder Distributors.Radar director Geoff Renaud and his team produced the event, building the ski village and adding lodgelike touches such as chandeliers constructed from antlers, leather chairs, and animal-print rugs. Classic wooden skis and strap-on snowshoes hung from cabin walls and reinforced the chalet vibe. Falling snow—created from a soaplike mixture—blew down on the venue from the roof of the Versace store, and about 25 tons of manufactured snow blanketed the shopping area.
A live performance on the ski slope by Rossignol pro snowboarders Drew Fuller and Erin Valverde to beats spun by DJ Steve Aoki drew a crowd of passersby and got extra exposure on large plasma TVs that faced Wilshire Boulevard. Visitors chased off the chill with coffee and tea, which sponsor Coffee Bean & Tea Leaf provided from a booth. And although DWS claims no position on climate change, the company invested in an emission-reduction project in India to offset greenhouse-gas emissions generated throughout its road show.
DWS Scudder's Beverly Hills ski slope
Photo: Red Dawn Media Inc.
A 90-foot ski slope made of 25 tons of snow drew crowds in Beverly Hills.
Photo: Red Dawn Media Inc.
The ski village had rustic, lodgelike touches.
Photo: Red Dawn Media Inc.
Pro snowboarders Drew Fuller and Erin Valverde performed for the crowd.
Photo: Red Dawn Media Inc.
Falling snow added to the wintry atmosphere.
Photo: Red Dawn Media Inc.
Ice sculptures flanked the ski slope.
Photo: Red Dawn Media Inc.
Steve Aoki performed a DJ set.
Photo: Red Dawn Media Inc.
The spectacle at the Two Rodeo shopping complex drew curious passersby.
Photo: Red Dawn Media Inc.
